Advanced Google Ads Workshop with Brad Geddes @ SMX München
Monday, 1st April, 2019 | 9.00 am
You want even more knowledge and intensive working? Maximise your time at SMX.
The workshops the day before SMX are the perfect addition to your ticket:
Leader: Brad Geddes
Monday, 1st April, 2019
9:00 am – 5:00 pm
Price: €895,00 excl. MwSt.
Included are two coffee breaks, lunch and soft drinks during the conference
The workshop places are limited – secure your space now!
8:00 am – Registration
9:00 am – Workshop
10:15 am – Coffee Break
10:45 am – Workshop
12:30 pm – Lunch Break
1:30 pm – Workshop
2:45 pm – Coffee Break
3:15 pm – Workshop
5:00 pm – End of Workshop
The Buyer Journey
We start the day looking at how people search and the overall buying funnel. We will examine funnels for different types of companies. This information helps set the stage for the rest of the day as your keywords, ads, and audiences all stem from how people search, research, and buy from your company.
Comprehensive Keyword Usage & Organization:
The absolute center of every Google Ads campaign is keywords. We’ll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue.
With the recent changes to match types, we’ll dive into how to manage search terms and organizational principles to maintain control of your search terms even though the match type changes.
For the advanced users, we will get into n-gram analysis and levenshtein distance for query management and analysis.
Everything You Need to Know About Creating & Testing Amazing Ads:
There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. We’ll cover how to:
It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups, and test at scale so you can pull customer insight data for your account.
Using Impression Share & Quality Score to Make Smart Decisions:
Impression share shows you how often your ads are displayed and gives you wonderful share of voice data. Quality Score is a diagnostic tool that can help you understand improvements that your account needs.
In this section, we will demystify quality score, show you how to analyze and improve it; and then use quality score and impression share data to determine how to increase your account’s effectiveness.
Automating Your Account:
There are many tasks to accomplish when managing a successful PPC account. Some of these tasks should be fully automated while others should be semi-automated or even manual. In the era of machine learning and AI; humans need to spend their limited time wisely and leverage automation where appropriate.
In this session, we’ll cover:
This section will cover many aspects of Google Ads from bidding to ad testing to search terms management to reporting.
By the end of the session, you will know when and how to leverage automation for many aspects of your Google Ads account.
Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.
Brad Geddes is the Founder of Certified Knowledge, a company dedicated to consulting, educating, and training marketers on Internet marketing theory and best practices. Not one to hold secrets, Brad is a prominent educator in the PPC industry.